2004/2/19 1

Exploring Factors Influencing E-Service Adoption and Continuance

邱兆民資訊管理系

國立高雄第一科技大學

2004/2/19 2

Outline

Theory of Reasoned Action

Technology Acceptance Model

Theory of Planned Behavior

Social Cognitive Theory

Expectancy Disconfirmation Theory

Expectancy-Value Theory of Achievement Motivation

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Theory of Reasoned Action (TRA)

Behavioral Beliefs & Evaluation

Behavioral Intention

Actual Behavior

Normative Beliefs & Motivation to

Comply

Attitude Toward the Behavior

Subjective Norm

(Fishbein and Ajzen 1975; Ajzen And Fishbein 1980)

The perceived social pressure to perform or not to perform the behavior or an individual’s perception that important others would approve or disapprove of his or her performing a given behavior.

The degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior in question

Perceived expectations of specific referent individuals or groups

Motivation to comply with these expectation.

Beliefs about the likely consequences or other attributes of the behavior.

Evaluation of these consequences.

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TRA

Two Different Kinds of Attitudes Attitude towards objects (e.g., “The

online tax filing system is great”)

Attitudes towards behaviors (e.g., “My using the online tax filing system is great”).

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Technology Acceptance Model

(TAM)

Technology acceptance model (TAM) (Davis 1989; Davis et al. 1989) is founded upon TRA

TAM adapted TRA’s belief-attitude-intention-behavior linkage to the particular domain of user acceptance of information technology.

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TAM

Attitude Towards

Using

Behavioral Intention to

Use

System Use

Perceived Ease of Use

Perceived Usefulness

External Variables

Attitude towards objects, system design characteristics, user characteristics, task characteristics, etc.

the degree to which a person believes that using a particular system would enhance his or her job performance

the degree to which a person believes that using a particular system would be free of effort

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TAM

Related Research Extending TAM: by considering perceived

playfulness, compatibility, perceived risk, trust, perceived near-term usefulness, perceived long-term usefulness, etc.

Examining the influence of moderator: age, gender, experience, etc.

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TAM2

Subjective Norm

Intention to Use

UsageBehavior

Perceived Ease of Use

Perceived Usefulness

Image

TAM

Job Relevance

OutputQuality

ResultDemonstrability

Experience VoluntarinessVenkatesh & Davis 2000

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Theory of Planned Behavior (TPB)

TRA is limited because it assumes that behavior is under full volitional control.

This assumption fails to acknowledge that an individual’s behaviors may be directed, for example, by the perception of resources availability and opportunities necessary for performing the

behavior.

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TPB

In other words, TRA does not deal with situations in which an individual may lack full volitional control over the target behavior.

Ajzen (1988, 1991) later advanced a theory of planned behavior (TPB), an extension to TRA.

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TPB

Behavioral Beliefs &

Outcome Evaluation

Perceived Behavioral

Control

Intention Behavior

Normative Beliefs&

Motivation to Comply

Attitude Toward the Behavior

Control Beliefs &

Perceived Facilitation

Subjective Norm

Beliefs about the presence of factors that may further or hinder performance of the behavior.

Perceived power of the particular control factor to facilitate or inhibit performance of behavior

refers to “people’s perception of the ease or difficulty of performing the behavior of interest” and it is assumed to reflect past experience as well as possessed resources (e.g., money, time, skills, cooperation of others) and opportunities

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TPB

Two-Level Hierarchical Model (Ajzen 2002) PBC is the higher-order construct composing of two

components: self-efficacy and controllability.

PerceivedBehaviorControl

PerceivedControl-ability

PerceivedSelf-

Efficacy

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TPB

Self-Efficacy

Intention BehaviorAttitude Toward the Behavior

Perceived Controllability

Perceived Behavioral Control

Subjective

Norm

refers to ease or difficulty of performing a behavior, or confidence in one’s ability to perform it

refers to control over the behavior, or the beliefs about the extent to which performing the behavior is up to the actor

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TPB

Several recent studies (Armitage & Conner, 1999a, 1999b; Manstead and van Eekelen, 1998; Terry and O’Leary, 1995) provided consistent support for the distinction between self-efficacy and controllability.

Self-efficacy always reveals significant effects on intentions and, in four instances, on behavior, whereas controllability revealed significant effects on intentions in five cases and behavior in one case.

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Decomposed TPB

Taylor & Todd 1995

Perceived Behavioral

Control

Intention Behavior

Perceived Usefulness

Attitude Toward the Behavior

Subjective Norm

Ease of Use

Compatibility

Peer Influence

Superior’s Influence

Self-Efficacy

Resource Facilitating Conditions

Technology Facilitating Conditions

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Perceived Playfulness

External Influence

Internet Self-Efficacy

E-ServiceSatisfaction

(R2=.69)

E-Service Continuance

Intention (R2=.75)

0.13*0.09

0.38**

-0.08 0.81**Perceived Risk

Perceived Usefulness

Perceived Controllability

0.07

0.10

0.13*

Perceived Behavioral Control

Attitude Towards E-Service Usage

Subjective Norm

Interpersonal Influence

0.27**

* p-value < 0.05** p-value < 0.01

Decomposed TPB

Hsu, M.H. & Chiu, C.M. 2004, forthcoming in Behavior & Information Technology

influence by friends, family members, colleagues, superiors, and experienced individuals known to the potential adopter

mass media reports, expert opinions, and other nonpersonal information considered by individuals in performing a behavior

Perceived risk is defined as a consumer’s subjective assessment of uncertainty and adverse consequences of transacting and using services on the Internet

refers to an individual judgment of one’s capability to use a WWW application (service) within the domain of general Internet computing

the extent to which the individual perceives that his or her attention is focused on the interaction with the target technology, is curious during the interaction, and finds the interaction intrinsically enjoyable or interesting

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Decomposed TPB

External influence does not exert a significant effect on satisfaction. A plausible explanation is that

external influence can only exert its influence on initial adoption. After initial adoption, interpersonal influence will exert a stronger effect on their feeling of satisfaction with e-service use, whereas external influence will exhibit a weaker impact.

The relationship between perceived risk and satisfaction was not significant. A possible explanation is that:

the provider of the e-file service is the government and thus individuals have high level of trust on the e-file service, resulting in weak perceptions of the uncertainty and adverse consequences of using the e-file service.

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Decomposed TPB

A possible interpretation of the insignificant relationship between ISE and satisfaction is that

satisfaction is determined by expectation, perceived performance, and disconfirmation about the product and service, as theorized by the expectancy disconfirmation theory (EDT), rather than an individual’s belief about his/her capabilities.

The path from perceived controllability to continuance intention is not significant. A plausible explanation is that

the government allowed individuals to choose filing tax through the e-file or brick-and-mortar service, and thus individuals had full volitional control over their behaviors.

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Attitude

InterpersonalNorm

Web-SpecificSelf-Efficacy

Intention E-Service Usage

.16**

.77***

.04

.03

.14**

General Internet Self-

Efficacy

.39***

-.12**

SocialNorm

Perceived Risk

Perceived Playfulness

Perceived Usefulness

.19**

.24**

.11**

.52***

Perceived Controllability

.00.01

Perceived Behavioral Control

Subjective Norm

.63***

*p<.05**p<.01***p<.001

Extended TPB

Hsu, M.H. & Chiu, C.M. 2004, forthcoming in Decision Support Systems

an individual’s judgment of efficacy across multiple Internet application domains

an individual’s perception of efficacy in using a specific WWW application (service) within the domain of general Internet computing

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Extended TPB

The path from perceived controllability to behavioral intention and e-service usage were not significant. A plausible explanation is that

the government allowed individuals to choose filing tax through the e-file or brick-and-mortar service, and thus individuals had full volitional control over their behaviors.

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Extended TPB

This study found that interpersonal norm and social norm did not have a significant direct effect on behavioral intention. A possible explanation is that

The implementation of the e-file service has past the early stage of the innovation diffusion process in which social influences have a significant effect on intention.

According to innovation diffusion theory, an IT adoption creates uncertainty about its expected consequences for the potential adopters.

Since the level of uncertainty declines as individuals move through the stages of the adoption process, the impact of interpersonal and social norms will therefore decline and diminish to non-significance over time.

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General Internet Self-Efficacy Measure

I feel confident navigating the World Wide Web by following hyperlinks.

I feel confident visiting a Web site by entering its address (URL) in the browser.

I feel confident going backward and forward to previously visited Web pages without being lost in the hyperspace (cyberspace).

I feel confident finding information by using a search engine.

I feel confident finding information in a Web directory or portal.

I feel confident looking for information by querying a Web database.

I feel confident receiving e-mail messages. I feel confident sending e-mail messages.

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General Internet Self-Efficacy Measure

I feel confident saving the files attached to e-mail. I feel confident attaching files to e-mail. I feel confident posting messages in a Web bulletin board. I feel confident exchanging messages with other users in

discussing forums. I feel confident chatting on the WWW. I feel confident downloading files and software. I feel confident uploading files to a Web site or FTP site. I feel confident connecting to the Internet through a

modem, ADSL, etc. I feel confident creating a Web page for the World Wide

Web. I feel confident filling out and submitting Web forms. I feel confident installing an application or software.

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Web Specific Self-Efficacy Measure

I feel confident visiting the Web site for filing income tax by entering its address (URL) in the browser.

I feel confident navigating the e-file Web site by following hyperlinks.

I feel confident finding information about the IRS Web site by using a search engine.

I feel confident finding information about the IRS Web site in a Web directory or portal site.

I feel confident downloading software and data on the Web, e.g., certificate and software for filing income tax.

I feel confident receiving an e-mail message containing the certificate data from the certificate authority.

I feel confident filling out a Web form to apply for a secretary key.

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Social Cognitive Theory

SCT (Bandura, 1986) explains human behavior in terms of triadic and reciprocal causation among behavioral, personal, and environmental factors.

Behavior

EnvironmentPersonCognitive

and Personal Factors

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SCT

SCT (Bandura, 1989) is a theory of cognitive mechanism of motivation. In particular, behavior is affected by outcome expectations, personal goal, and self-efficacy, and these cognitive factors are in turn influenced by context information.

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SCT

Self-efficacy refers to an individual’s belief in his or her capability to perform certain tasks.

SCT (Bandura, 1977, 1986) posits that self-efficacy is a major determinant of choice of activities, degree of effort, period of persistence, and level of performance in the face of

challenging situations.

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SCT

The SCT (1997) also specifies four sources of information that interact to develop self-efficacy, which in turn affects outcome expectations and personal goal. enactive mastery (personal experience), vicarious experience (visualizing other people

perform successfully), verbal persuasion (perceived encouragement

and support from others), psychological arousal (state of psychological and

emotional arousal).

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SCT

Related Research Compeau and Higgins (1995a; 1995b) stand as one of the first to apply SCT and the concepts of computer self-efficacy (CSE) to the study of end-user computer training

and usage.

ComputerSelf- Efficacy

BehaviorModeling

H3OutcomeExpectations

PriorExperience

Performance

Observing others performing a behavior

CSE is defined as an individual judgment of one’s capability to use a computer

the judgment of the likely consequence a certain behavior will produce

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Principles of Designing Self-Efficacy Measure

An important theoretical property of self-efficacy is that it is concerned not the skills a person has; rather, it reflects what individuals believe they can do with the skills they possess.

For example, in discussing CSE, Compeau and Higgins distinguished between component skills such as formatting disks and booting up the computer and behaviors individuals can accomplish with such skills, such as using software to analyze data.

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Computer Self-Efficacy Measure

I COULD COMPLETE THE JOB USING THE SOFTWARE PACKAGE...

… if there was no one around to tell me what to do as I go … if I had never used a package like it before … if I had only the software manuals for reference … if I had seen someone else using it before trying it myself … if I could call someone for help if I got stuck … if someone else had helped me get started … if I had a lot of time to complete the job for which the software was provided

… if I had just the built-in help facility for assistance … if someone showed me how to do it first … if I had used similar packages before this one to do the same job

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Expectancy Disconfirmation Theory

Expectancy disconfirmation theory (EDT) or disconfirmation of expectation theory is a consumer behavior model that gains widespread acceptance in the research of explaining and predicting consumer satisfaction and the repurchase intention.

EDT model originally developed by Oliver (1980)

EDT theorizes that Repurchase Intention = F(Satisfaction) Satisfaction = F(Expectation, Disconfirmation)

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Expectancy Disconfirmation Theory

Disconfirmation

Satisfaction

Attitude

Intention

Expectation

Attitude

Intention

Disconfirmation Period

Pre-Purchase Post-Purchase

Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions (Oliver 1980)

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EDT

The EDT model assumes that consumers’ degree of satisfaction is an outcome of a five-step process (Oliver 1980a).

1. Form an initial expectation.

2. Form perceptions about its performance on the salient attributes.

3. Compare these perceptions of performance with their prior expectation levels and determine the extent to which their expectations are confirmed. Expectations could be

Positively disconfirmed (perceived performance > expectations) Confirmed (perceived performance = expectations), Negatively disconfirmed (perceived performance < expectations).

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EDT

4. Form a feeling of satisfaction or dissatisfaction based on their disconfirmation level.

A moderate satisfaction level will be maintained by confirmation,

enhanced by the delight of positive disconfirmation, and decreased by the disappointment of negative disconfirmation.

5. Satisfied consumers form intentions to reuse the product or service in the future, while dissatisfied users discontinue its subsequent use.

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Expectancy Disconfirmation Theory

Churchill and Suprenant (1982) extended the EDT model developed by Oliver.

Expectation(t1)

Perceived Performance

(t2)

Disconfirmation(t2)

Satisfaction(t2)

Repurchase intention

(t2)

－

＋

＋ ＋

＋

Note: t1 = pre-consumption variable; t2 = post-consumption variable

＋

＋

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EDT

Related Research Bhattacherjee (2001) applied expectation confirmation

theory (ECT) to examine cognitive belief and affect influencing an individual’s intention to continue using (continuance) information systems.

Perceived Usefulness

Confirmation

SatisfactionIS

Continuance Intention

＋

＋

＋

＋

＋

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EDT

Related Research McKinney et al. (2002) developed constructs for measuring

Web-customer satisfaction in terms of information quality (IQ) and system quality(SQ).

Web Consumer Satisfaction

IQ Expectation

SQ Disconfirmation

IQ Disconfirmation

IQ-Perceived Performance

SQ-Perceived Performance

SQ Expectation

Web-IQ

Satisfaction

Web-SQ

Satisfaction

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SCT + EDT

Related Research:Hsu, M.H., Chiu, C.M., and Ju, Terasa. L. Determinants of Continued Use of the WWW: An Integration of Two Theoretical Models, forthcoming in Industrial Management & Data Systems.

OutcomeExpectations

InternetSelf-Efficacy

WWW continuance

Intention

Satisfaction With Prior Use

0.23**

0.67***

0.32***

0.10.90***

PriorPerceived

Disconfirmation

0.17**

0.55***

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SCT + EDT

Internet self-efficacy appeared to have no effect on outcome expectation. This suggests that the influence of

ISE on outcome expectations will diminish to non-significance as users gain increasing experience with the target technology.

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Extended EDTRelated Research:Hsu, M.H., Chen Y.L., and Chiu, C.M. Extending the Expectation-Confirmation Model for a World-Wide-Web Continuance, Communications of ICISA 5(2) 2003.

0.14**

0.40***

0.19***

0.18***

0.49*** 0.43***

0.12**

0.24***

0.18**

0.67***

0.65***

0.44***IQ- confirmation

SQ- confirmation

SEQ- confirmation

IQ- satisfaction

WWW- continuance intention0.14*

Perceived usefulness

SQ- satisfaction

SEQ- satisfaction

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Extended EDTRelated Research:Chiu, C.M. Performance, Quality, Value and E-Service Continuance Decisions , under preparation.

0.82*

0.21*

0.34*

0.15*

0.85*

0.19*

SatisfactionE-Service

Continuance Intention

Performance

Disconfirmation

Perceived

Performance

Perceived

Quality

Quality

Disconfirmation

Perceived Value

ValueDisconfirmation

0.82* -0.02

0.86*

0.13

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Extended EDT

The path from performance disconfirmation to satisfaction was significant, whereas the paths from quality disconfirmation and value disconfirmation to satisfaction were not significant. This suggests that the roles of performance disconfirmation,

quality disconfirmation, and value disconfirmation are dominant in explaining/predicting users’ satisfaction in certain contexts.

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EDT + TPB

Related Research:Ju, Terasa. L. , Chiu, C.M., and Hsu, M.H. Extending the Theory of Planned Behavior for the World Wide Web Continuance Context , under preparation.

AttitudeR2=0.68

External Influence

Perceived Behavioral

Control

WWW continuance

IntentionR2=0.69 Satisfaction

.52**

.26**

.43**

.14*

.00

.84**

Disconfirmation

Interpersonal Influence

.19*

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Expectancy-Value Theory

The role of value in influencing behavior has also been discussed in the expectancy-value theory.

Atkinson's expectancy-value theory posits that engagement in achievement-oriented behaviours is a function of the motivation for success, the probability of success (expectancy) the incentive value (valence) of success

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Expectancy-Value Theory of Achievement Motivation

Expectancy–value theory of achievement motivation (Eccles et al. 1983) is based on Atkinson's expectancy-value model

Eccles et al. link individuals’ choice, persistence, and performance to expectancy for success subjective task value.

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Expectancy-Value Theory of Achievement Motivation

Expectancy–value model of achievement motivation (Eccles et al. 1983)

Achievement-Related Choice

Expectation of Success

Subjective Task Value

1. Attainment Value

2. Utility Value

3. Intrinsic Value

4. Cost

Goals and Self-Schemata1. Self-schemata2. Short-term goals3. Long-term goals4. Ideal self5. Self-concept of one’s abilities6. Perceptions of task demands

Affective Memories

Attainment value (Importance): personal importance of doing well on the task.

Utility value: how well a task relates to current and future goals.

Intrinsic value (Interest): the enjoyment the individual gets from performing the activity, or the subjective interest the individual has in the subject.

Cost: negative aspects of engaging in the task. as well as both the amount of effort that is needed to succeed and the lost of opportunities

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Extended TAM (TAM + Value)

E-Learning Continuance

Intention

H2

H1H3H4

H5H6

H7H8

H13

Attainment

Value

Perceived

Ease of Use

Perceived

Usefulness

Attitude

Utility

Value

Interest

Value

Cost

H9

H10

H11

H12

Chiu, C.M. under preparation.

Purpose: is to examine the factors influencing users’ e-service continuance intention in the e-learning context.

We extend the TAM by introducing subjective task value to enhance understanding of an individual’s e-learning continuance intention.

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The End!Thank You Very Much !